Charlotte Tilbury has opened its first-ever Indian flagship boutique to expand its reach in one of the “fast-growing beauty markets”, with a second store following in May.
The Puig-owned make-up brand’s new standalone store in India is operated and managed end-to-end by Indian beauty retailer Nykaa, marking “a significant new chapter” in the long-standing strategic partnership between the two companies.
Charlotte Tilbury’s Indian flagship is located in New Delhi’s prestigious luxury shopping destination, Nexus Select Citywalk, Saket, with a second standalone store opening at the Mall of India in Noida next month.
The make-up giant first entered the Indian market in 2020 via an exclusive partnership with Nykaa – which has 42 million beauty consumers – launching on the retailer’s digital platform and then expanding to its Nykaa Luxe stores across the country.
Over the past five years, the partnership has grown across distribution, retail, marketing and brand-building, with Nykaa playing “a central role” in establishing Charlotte Tilbury as a luxury player in the Indian market.
As part of this “next chapter”, Nykaa will lead end-to-end operations for Charlotte Tilbury exclusive boutiques in India, spanning retail, staffing and training, merchandising, supply chain, marketing, brand management and omnichannel integration.
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The flagship also follows the launch of Charlotte Tilbury’s bridal offering in the region, and the announcement of its first-ever beauty muse in India – actress Sobhita Dhulipala.
“This is such a magical milestone for the brand as we continue to grow in one of the world’s most dynamic and exciting beauty markets,” said founder Charlotte Tilbury.
“India has always been a place of incredible beauty, celebration and transformation.
“I have been so inspired by the artistry, creativity and passion of our community here.
“They are true beauty connoisseurs that appreciate next-generation formulas, so the growing demand for my products in the region means so much to me.
“Since launching in India in 2020, we have built a powerful connection with consumers through our partnership with Nykaa, and this flagship allows us to empower this community even further.”
Charlotte Tilbury's new flagship at Nexus Select Citywalk, Saket
What to expect from Charlotte Tilbury’s first Indian flagship store
Charlotte Tilbury’s first Indian flagship opened in New Delhi on 9 April and featured a special appearance by Dhulipala.
The space blends the brand’s old Hollywood-inspired glamour with “thoughtful local touches”, including a bespoke Royal Indian Arch in the boudoir, which frames a suite of personalised make-up services inspired by local trends, traditions and celebrations.
Honouring India’s rich bridal beauty culture, the store also unveiled Charlotte Tilbury’s first-ever dedicated Bridal Looks Wall in India, which offers curated looks.
There is also an interactive Pillow Talk photowall, artistry services and masterclasses led by the brand’s expert Pro Artists.
Anchit Nayar, Executive Director and CEO of Nykaa Beauty, commented: "Charlotte Tilbury has been one of our most successful and strategic global partnerships, and our journey together is a strong example of how a global beauty brand can be built in India with a long-term, omnichannel and consumer-first approach.
“Over the years, this has been a deeply collaborative partnership across digital, retail, marketing and consumer experience, and together, we have built Charlotte Tilbury into one of the most loved prestige beauty brands in the country.
“The launch of Charlotte Tilbury’s first exclusive boutique, fully operated by Nykaa, is a natural next step in this journey.
“It reflects the strength of our partnership and our shared long-term commitment to building the brand in India for years to come."
Charlotte Tilbury is available across 57 Nykaa stores, and via the retailer’s website and app.
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